Speakers Are Part of the Meetings Industry

By Thom Singer, CSP

As professional speakers, we are part of the meetings industry. Not separate from it. Not a side hustle to it. Not an add-on to the agenda. We are in it, fully. But too often, I wonder if we forget that?

We get caught up in perfecting our keynotes, crafting our personal brands, and chasing our next bookings, and that’s understandable. But if we want long-term success, we need to take a step back and look at the bigger picture. Speakers are not just content deliverers; we are co-creators of the attendee experience. And the more we understand the inner workings of meetings and events, the more value we bring.

In addition to being a keynote speaker, I now serve as the CEO of a local nonprofit business association that puts on about 15 events per year. This role has shown me just how many variables meeting planners and association leaders are managing in today’s climate. Let me tell you… there is a lot going on behind the curtain.

The Landscape Has Shifted

The meetings industry in 2025 looks very different than it did a few years ago. Costs are up across the board. Hotel rates, room rentals, F&B minimums, and AV pricing have climbed significantly. Many event organizers are being asked to deliver “more” while working with the same, or smaller budgets.

At the same time, attendee expectations are higher. People want events that feel worth their time and money. They want connection, engagement, and value. And they want it all delivered in a way that feels like a meaningful experience, not just another meeting.

This puts planners and associations under real pressure. They’re trying to fill rooms, balance expenses, and create memorable experiences for attendees. That’s where speakers have an opportunity. We’re not just a slot on the agenda. We can be a key part of making the entire event better, if we see ourselves that way.

Events Are Built as a Team Effort

When speakers view themselves as partners in the planning process, everything improves. I’ve seen this from both sides. The best events I’ve been part of as a speaker are the ones where the speaker, the planner, the emcee, and the production team all understood they were building something together.

Too many speakers, however, show up unaware of the full context. They’re focused on their 60 minutes, not realizing that what they do affects registration, satisfaction surveys, sponsor perception, and future event marketing.

Understanding the meeting industry means knowing how agendas are shaped, how contracts are negotiated, how sponsors are activated, and how the little things, like being responsive and present, go a long way.

We’re Not Just Speakers, We’re Experience Designers

When you think like a meeting professional, you show up differently. You ask better questions. You care about the event flow. You make the planner’s job easier. And you become someone they want to work with again.

This doesn’t mean we stop being experts on our topic or that we become event producers. It just means we see ourselves as part of something bigger.

A Quick Story

Not long ago, I invited someone to speak at a local breakfast for the association that I run. We’re a small, local nonprofit, and this event had no budget for speakers. I was upfront about that in the ask. The response I received was not just a “no,” which is always a fair answer. But the speaker acted as if I was disrespectful for making the ask. I did not know they spoke professionally outside their main job. It was a monthly 40-person breakfast in a donated room of a software company. Their attitude caught me off guard.

The experience reminded me how easy it is for us to become disconnected from the realities on the ground. It reinforced the idea that as speakers, we should try to understand the different structures and resources that associations and companies are working with. Not to devalue our work, but to stay connected to the people and the process.

Bringing a Collaborative Mindset

We can all be better partners to the meetings industry by thinking a bit more like planners. A few ways to do that include:

• Learn the event’s purpose, audience, and goals, not just where your topic fits.
• Happily refer another NSA speaker if the fee is not a match.
• Respect the entire production team and schedule.
• Ask how your session fits into the bigger picture.
• Understand that budget constraints are real and complex.
• Contribute ideas that enhance the attendee experience beyond your talk.
• Stay in touch after the event and share feedback if asked.

We Are in the Meetings Industry

If you are a professional speaker, you are in the meetings business. This industry is about relationships, logistics, budgets, marketing, education, inspiration, and so much more.

You’re not just the speaker. You’re part of the experience. Part of the team. Part of the reason someone came to the event.

And if we keep showing up with that mindset, the meetings industry will keep showing up for us.

Want more insights from Thom Singer, CSP? You’re in luck—he’s leading a breakout session at Influence 2025! Reserve your spot now so you don’t miss this opportunity to learn from one of the best.